Reusable Bags Self-Care (Profile Management)
Pre: Jul 2021–Sep 2022 | Post: Oct 2022–Jan 2026TL;DR
Built an in-app self-service flow that let customers manage their reusable bag preferences without contacting support - deflecting 1.75M contacts and saving an estimated €██M–██M while absorbing 16× demand growth.
Problem
Customers Care would handle issues related to reuseable bags, there was no self-serve option. Every change required contacting support - driving high contact volume and cost-to-serve each customer that reached out. Slow resolution hurt CSAT, and as order volume grew, support load scaled directly with it. The feature launched in Oct 2022 after a pre-launch phase that confirmed the contact-volume problem (Jul 2021–Sep 2022).
Solution
Built an in-app self-serve bag management flow. Customers can change their bag preferences directly in product - no support ticket, no wait. A clear, focused flow reduced confusion and repeat contacts. The result: support became almost entirely unnecessary for this request type, and the efficiency gains scaled automatically as demand grew. For faster & efficient feature implementation we implemented a webview within application
Results
99%+
Bag adjustments via self-care
1.75M
Customer-care contacts deflected
€██M–██M
Estimated cost savings
16×
Demand growth absorbed
Key Learnings
- —Cost-to-serve wins increase & scale. The savings from one well-built self-serve feature grow automatically as demand scales. Great for operational efficiency.
- —Completion rate is the credibility metric, not clicks. Adoption only counts when customers fully resolve their issue without bouncing back to support.
- —Self-serve deflection is not just a product win - it is a defensible efficiency argument for future scalability.